Generating marketing resources by means of R&D activities in high technology firms

Abstract

This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlines a research agenda for the investigation of organizational issues influencing the R&D-marketing interface.